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Thought Leadership case study

ENGIE Impact

Turbocharging its flagship decarbonisation thought leadership, the annual Net Zero Report.
Case Study

ENGIE Impact
Case study

Turbocharging its flagship decarbonisation thought leadership, the annual Net Zero Report.
“I have continued to be impressed by how well Meridian West mastered the detail of ENGIE Impact’s decarbonization services and understood the strategic role thought leadership plays in building our brand, promoting our expertise, and accelerating this global decarbonization effort. Alastair and Ian made sense of a lot of data for us, and turned complexity into a clear narrative to support our research. They collaborated seamlessly with our internal stakeholders, and we have been really pleased with the outcome of our collaboration with Meridian West.” - Scott Spjut, Senior Director of Global Marketing Services at ENGIE Impact.
515
Decarbonisation decision-makers surveyed
20
ENGIE Impact experts engaged
Our team
“I have continued to be impressed by how well Meridian West mastered the detail of ENGIE Impact’s decarbonization services and understood the strategic role thought leadership plays in building our brand, promoting our expertise, and accelerating this global decarbonization effort. Alastair and Ian made sense of a lot of data for us, and turned complexity into a clear narrative to support our research. They collaborated seamlessly with our internal stakeholders, and we have been really pleased with the outcome of our collaboration with Meridian West.” - Scott Spjut, Senior Director of Global Marketing Services at ENGIE Impact.
515
Decarbonisation decision-makers surveyed
20
ENGIE Impact experts engaged
Background

ENGIE Impact is a global decarbonization partner to help companies accelerate their decarbonisation transformation. With more than 2,100 employees across 20 global offices it is a leading voice in the decarbonisation conversation, shaping thinking and action among corporate decision-makers and policymakers.

For the last two years ENGIE Impact has partnered with Meridian West to produce global thought leadership, its annual Net Zero Report. Each year, the report brings together primary research and ENGIE Impact’s own decarbonization expertise — raising the profile of its subject matter experts and building a pipeline of conversations and opportunities with clients and prospects.

A differentiated angle on decarbonization

Decarbonization and ESG (environmental, social and corporate governance) have become a key focus for many global companies in recent years, and with an explosion of content on these topics, it was important for ENGIE Impact’s voice to stand out. “More and more companies are making these ambitious, and public, decarbonization commitments,” says Scott Spjut, Senior Director of Global Marketing Services at ENGIE Impact, “And everyone — the leaders, the decision-makers, the people tasked with doing the executional work — they are all desperate for decarbonization basics, sector-specific trends, advice on corporate transformation, and everything in between.”

Meridian West started by exploring the potential white space for ENGIE Impact by mapping outputs from peer advisory firms and competitors to understand what topics were oversaturated. These were then cross-referenced against initial themes and ideas developed from ENGIE Impact experts based on their market expertise and what they were hearing as priority topics from their own clients. Together we identified space for ENGIE Impact to do something that would resonate strongly with the target audience. At the same time, we wanted to build on ENGIE Impact’s previous years of tracking data to show how corporate attitudes and actions had evolved in a relatively short period of time.

Taking the global pulse of sustainability

The result of our white space mapping was to identify a clear story that hadn’t been properly told by ENGIE Impact’s peers, namely that decarbonization requires a holistic shift in thinking, across a whole organization, from being seen as a more limited corporate project to a foundational business transformation that impacts the entire organization. In collaboration with ENGIE Impact’s experts, Meridian West identified hypotheses and story angles that could be validated and explored through original research.

Meridian West then managed a research project on ENGIE Impact’s behalf, collecting views from 515 C-Suite and sustainability specialists at organisations across Asia-Pacific, EMEA and the Americas. Research was carried out online, allowing ENGIE Impact to capture a large amount of data about the state of decarbonization practices globally.

A clear narrative with a practical focus

Following the collection of research data, Meridian West worked with ENGIE Impact to identify the most compelling stories emerging from our research, advising on how the research data could substantiate ENGIE Impact’s position that decarbonization requires a whole business transformation approach.

We helped ENGIE Impact to identify five clear decarbonization roadblocks – lack of executive focus, internal governance bottlenecks, budget constraints, limited data and technology, and lack of internal skills – that would form the basis of its thought leadership report. We then considered how each of these roadblocks could be turned from inhibitors to benefits. “It was clear that across regions, across sectors, across business sizes, nearly all organizations were facing the same general challenges,” says Scott. “And while there is going to be nuance within each company, it was vital for us to bring together practical guidance that any organization can use to directly address each of these challenges.”

A platform for ENGIE Impact subject matter experts

It was important to ENGIE Impact to use its report to profile the global reach and experience of its subject matter experts. As Meridian West was drafting ENGIE Impact’s report, we sought input directly from range of experts in the firm aligned to the five sustainability roadblocks identified in our report framework. We facilitated one-to-one interviews with over 20 ENGIE Impact team members, whose views and experiences we turned into perspectives for the report.

The result of our work is compelling thought leadership with a clear story and practical conclusions for its target audience. ENGIE Impact’s report Aligning Corporate Vision with Decarbonization Realities has provided the firm with content to showcase at flagship events, expert webinars, and various promotional campaigns..

“I have continued to be impressed by how well Meridian West mastered the detail of ENGIE Impact’s decarbonization services and understood the strategic role thought leadership plays in building our brand, promoting our expertise, and accelerating this global decarbonization effort,” says Scott. “Alastair and Ian made sense of a lot of data for us, and turned complexity into a clear narrative to support our research. They collaborated seamlessly with our internal stakeholders, and we have been really pleased with the outcome of our collaboration with Meridian West.”